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Most people haven't got a clue so as to the process or producing oil and shipping it to refineries, where marketing and distribution machines take over and establish local country wide consumer prices. The marketing machines of the big oil companies in the west
play on this fear factor well. Big campaigns have been already arranged to tackle the $100 issue and all along, during the upward swing, in anticipation to such record breaking price tags, information is being released in a highly orchestrated way to ensure the steady justification of the prices. Even more so, the slightest notion of disrupting anything in the Middle East is immediately linked to oil flow, as alerts go out at bullet speed, adjusting retail prices and hit the consumer hard, right in the pocket; where among other problems and fears, lurks the zerophobia monster, resulting in subliminal attacks on the human psyche, while the poor consumers continue to curse in frustration, only to drive away on their never-ending roads to nowhere.

The branding and image marketing emulating from the oil retailers is singing a very different song while the oil producing countries are playing a different music both at serious odds. The stories of endless and upward spirals have been planted for quite a while to soften the fears of consumers, and yet getting them to expect $100 as a new standard. After the $100 hoopla, consumers will continue to pay, obediently without question, until the price starts approaching the $110 threshold where another zero makes itself visible. What can we do about this? We couldn't possibly eliminate zeros; after all, the number was originally invented by the same oil-producing Arabs. Corporate communication, branding and global image positioning are huge challenges for countries wishing to lead and project fairness. The oil prices may go up or down, but the globe's negative perception of OPEC and various other oil producers created by mega oil companies is where the real battle lines are being drawn. Talk about fear, what will happen when it hits $200? Ouch.

Concluded.

Naseem Javed, recognized as a world authority on corporate image and global name identities, is a harsh critic of casual and accidental naming. He is a dynamic speaker on corporate image and branding issues, and is also the author of Naming for Power. He founded ABC Namebank International, an image and branding consultancy over 25 years ago. Website: www.abcnamebank.com